General Motors launched the “May the Best Car Win” campaign in September as a way to get consumers to try GM cars and trucks with minimal risk. Consumers have been leery of the Detroit company since it filed for bankruptcy protection earlier this year.
GM says, says its money-back guarantee is going so well it will extend the program into early 2010. The program, which offers refunds within 31 to 60 days of purchase, was slated to last two months and end Nov. 30. But it will now last until Jan. 4, 2010.
Jay Spenchian, GM’s executive director of the marketing strategy support group, said Thursday that more people are considering GM’s four brands —Chevrolet, Cadillac, GMC and Buick— and few vehicles have been returned.
“We’re starting to see big consideration changes and opinion changes,” he said.
That’s what the company was hoping for when it created the campaign, which includes advertisements comparing GM vehicles to those of competitors.
So GM has been airing 17 television ads for its brands, including the Chevrolet Malibu, the Buick LaCrosse and GMC Terrain, comparing them with competitors and asking consumers to pick the best car.
In December, GM will take the campaign to print, comparing more of its cars in ads mainly in magazines, but also in newspapers.
Spenchian said the company also hopes to harness social media — sites like Twitter and Facebook— to show consumers real people who have switched from other brands to GM products.
http://www.usatoday.com/money/autos/2009-10-29-gm-refund-program_N.htm
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